PURE

Building Brand Awareness

PURE Insurance, a property & casualty insurer of high net worth individuals, launched in 2007 and rapidly expanded into 49 states over the course of the next eight years. Following this growth, PURE needed to validate its unique and highly advantageous reciprocal exchange model for prospective members (policyholders), insurance brokers, wealth managers and the broader personal finance community, by putting its purpose-driven corporate culture, member-centric approach, innovative coverages and exceptional talent on center stage.

The Challenge:

Use PURE’s ingenious but complicated business model as a member-owned reciprocal exchange to differentiate their offering to wealthy families.

The Strategy:

Simplify the storyline by focusing on the benefits of the model, including exceptional policyholder experiences and customer service success stories.